Who is the web baron?
Former Shine Media fashion editor Gemma Cartwright is editor of the celebrity-spotting site and she runs a team of three, plus contributors.

Get the tone right
The site has been launched to show when a celebrity has been seen buying/wearing/using or visiting a certain product or place – a ‘nod’. Anything from films and hotels to books and fashion are showcased. So far it has amassed more than 1,000 celebrity profiles and they give the ‘nod’ to more than 5,500 products.

Approachability
Cartwright says: ‘Keep us up to date with any official or unofficial celebrity endorsements related to the clients you represent. Product images and descriptions, as well as links to where items can be bought online, help us list things faster.’

Unique users 20,000
Staff Four
Contact editor@thenod.com

PR friendly score 9/10